How Storytelling Works

How Storytelling Works

Storytelling works because storytelling has the power to change the biology in humans, in real time. Yep, that’s right, when you hear a frightening story cortisol is released into your bloodstream. The hormone cortisol is released in response to stress. When you hear a relatable and compelling story oxytocin is released into the bloodstream. Oxytocin has been called the trust molecule.

Approximately two thousand and five hundred years ago Plato said, “Those who tell the stories, rule the world.” Plato and his contemporaries knew that story exerted a special power over humans. Today neuroscience provides us with fact-based proof of the power of story. Science now validates what Plato knew anecdotally, way back in the day.

Today we do the work required to become better storytellers because science has given us proof that humans are called to take action, through great storytelling.

Photo by Daniel Hjalmarsson on Unsplash

Neuroscientist, Dr. Paul Zak has conducted extensive research on human decision making, Dr. Zak wanted to know what makes people buy. Dr. Zak focuses his research in the area of neuroeconomics. During his research, Dr. Zak discovered he could forecast with great accuracy the percentage of a stipend paid to each participant would be donated to a non-profit at the end of the session.

After all of the research was concluded Dr. Zak authored a couple of fascinating books titled, “The Moral Molecule” where he discusses his decades of research into oxytocin and how it is instrumental in creating a sense of trust among strangers. Dr. Zak’s other book “The Trust Factor” is where he continues to make the case for oxytocin and presents how important it is to understand the connection between HOW we communicate and the levels of trust our communications engenders in business.

Photo by Helena Lopes on Unsplash

The power story wields to drive human actions and emotions is real. We humans have always been wired to communicate.

So, each of us should make the commitment to invest time in being better at telling our brand stories?

What is equally important doing the work to become much better at listening to the thoughtful, insightful and compelling stories/narratives of our colleagues, clients, and those all-important ideal prospects we seek to reach and engage?

Our team here at The Art of Standing Out – Story Lab, is here to help when you are ready to begin.